74 pieces
National coverage
226M+
Readership reach
6000+
Meals donated
The Client
Deliveroo is one of the UK’s leading food delivery platforms, connecting consumers with restaurants, grocers and retailers. As part of its Full Life social impact programme, the company launched Crackers Cracking Hunger to help tackle food insecurity over the festive period.
The Challenge
The campaign introduced a range of charity Christmas crackers, with proceeds supporting food redistribution charities FareShare and The Felix Project in providing essential food to families in need. To launch the campaign and drive awareness, Deliveroo partnered with comedian and Britain’s Got Talent star Kojo Anim, who wrote the jokes featured inside every cracker.
While Christmas PR campaigns typically begin in July, Deliveroo’s Christmas 2021 campaign had to be planned and launched within a significantly shorter timeframe. It also needed to cut through an intensely competitive news cycle dominated by the outbreak of the Omicron COVID-19 variant.
The Thinking
Deliveroo wanted to raise awareness of its charity initiative, encourage purchases of its fundraising Christmas crackers, and maximise donations to support families in need. By combining a strong human-interest angle with targeted media relations and influencer engagement, we created a campaign designed to generate widespread awareness and encourage public participation despite a crowded media landscape.
The Results
We achieved widespread national broadcast and print coverage with a total of 74 pieces with 60% of these featuring Deliveroo in prominent outlets such as Daily Mirror, The Sun, My London, The Week, and more. An overall readership of 226,418,300 was achieved across all online and print coverage. To amplify the campaign, we also engaged and coordinated specific micro and macro influencers collectively boasting a follower count of 1,953,850.
Thanks to strong collaborative teamwork from all parties under an extremely tight deadline, 6,450 meals were donated to households in need and to the Full Life initiative through the Deliveroo app during the campaign’s timescale.
"What I love about this campaign is that it does more than just deliver a Christmas meal to someone in need – it brings the community to them." - Kojo Anim, Comedian
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